1. STANFORD UNIVERSITY
A Crash Course on Creativity
ARE YOU PAYING ATTENTION?
• Introduction
• How does the store draw me in
• Influence of the store's doors
• Environment
• Personnel
• Products
• Customers
• Inner observation

2. Introduction
I’ll try to specify in my observations a general
representation about local stores. It includes not only
my observations for this week but my experience as a
customer in general.

3. How does the store draw me in
What they do And what they get
It's interesting to compare prices in
Marketers can call wouldn't surprise if of
other shops and I the shop "The best
Usually new models simultaneously
their competitors have the same if it
I'm not in all from in the space" prices.
the bestsuffershops.complexes which
appear of the best Maybe this shop
improves by find more cheaperof goods.
Ihave me thesimilar slogans. things.
think I can full consignment
hook bought commerce.
Only new models
Stylish things for
noble people
over here

4. Influence of the store's doors
There are three variants of influence
I’m sure it’s opened or closed I’m not sure in it
Opened Closed
I presumed that door was opened or closed but I was wrong

5. Environment
If store’s environment (color scheme of the stores,
type of floors, height of the ceilings, lighting, noising and
etc.) doesn’t annoy me then I don’t notice it. Mostly, the
walls and ceils are white and the floors are covered by
beige tile. There are two main problems which I notice:
dirty walls, ceilings or floors and slippery floors.
Fortunately, in most cases I don’t notice it.
Of course, the environment perceived value of
merchandise. E.g., bad smell discourages to come in a
store at all.

6. Environment
One notice about security. For shopping in
supermarkets customers must leave their bags in the
special cells at the entrance. Although customers see
special notice at the cells:
Translation: “Administration of
the store doesn’t responsible for
disappearance of your things.” It
means if your bag was stolen from
the cell then it’s your problem.
That’s why I think a store’s
security is useless for me.

7. Personnel
Personnel should follow some contrasting rules like:
• “don't disturb customer for looking the goods” or
“come up to customer for helping of choosing
them”;
• “show goods which customer have chosen in
advance” or “show more suitable variants of
goods”;
• “show cheap and less functional variants of
goods” or “show more expensive and more
functional goods”.
In this cases personnel acts according to
circumstances

8. Personnel
For boutiques owners or managers hire young and
representative men and women but for supermarket
they are less exacting to the age and appearance.
Personnel of almost all supermarkets have a uniform
but in boutiques it meets rarely.
Personnel of boutiques often use the store’s goods
because they buy it by inner cheap price but personnel
supermarkets does the same except foodstuffs in which
they are not sure*.
* personnel of many supermarkets “update” sell-by date for overdue products. Also, they make a
pies, buns, salads etc. from the spoiled products. It's “normal” for some countries of the CIS

9. Products
Usually the most popular type of products are at eye
level but it’s not always. Sometimes producers pay
money to supermarket for getting their product more
noticeable and locating in accessible location of the
shelf.
Products of one category are ordered by sell-by date.
More fresh product is arranged behind the less fresh.
Near the cash register are located small and cheap
products like sweets, chewing guns, lighters etc.

10. Other observations
Sometimes
vegetables meshes are
used for hide some
disadvantages of
products. For example,
this vegetables have a
green spots.
Sometimes in the
middle of it they put
more violent stuff.

11. Customers
On average customers spend 10-15 minutes for
buying goods.
But if it’s supermarket then it depends on some
factors:
• At what time do they come for shopping? By
evenings it’s more crowded;
• Does customer buy alone or with someone else?
If it’s crowded then one of customers gets in line
in advance.

12. Inner observation
I’ve got an interesting observation:
1. I tried to imagine a color scheme of a store;
2. Then I try to remember a color scheme of stores
where I often buy something;
3. Then I came in this store and saw the real color
scheme.
It was found that all color schemes was the similar!

13. The end
Thank you